The Maritime Museum: the Cultural Target Group Model in Practice

Audience Data

Layla Salamoun from the Maritime Museum shares her story

At the Maritime Museum in Rotterdam, a next step has been taken in the area of target group approach and audience reach using the Cultural Target Group Model. “This has brought us a shared language and a shared vision about our Cultural Target Groups. And more awareness of its importance,” says Layla Salamoun, Head of Marketing, Communication & Development.

4 min29 mar `24

Knowledge & Inspiration

This is an article by the Taskforce Audience Data. DEN chairs this taskforce. Want to know more? Visit publieksdata.nl

"By taking this step, we have made using the insights provided by this segmentation model more accessible"
Layla Salamoun

Translating Cultural Target Groups into Museum Policy

“Rotterdam Festivals asked us if we would be interested in taking a step, through a joint workshop, to translate the Cultural Target Groups into our own organization. Among other things, by developing personas of our Cultural Target Groups, data, and insights, and then seeing what these can bring you as a museum,” says Layla. “Theaters often have a lot of data, but museums usually have less because many people buy tickets at the counter. Also, outdated systems are often still in use. The question then is whether you want to wait until the data system is improved and the data is in order, or whether you want to use your knowledge about visitors and the data from the Cultural Target Group Model to see if you can bring the target groups a bit more to life. We decided to do the latter.”